Managing salespeople strategically when promoting new products—Incorporating market orientation into a sales management control framework |
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| Institution: | 1. University of Westminster, Department of Marketing and Business Strategy, 35 Marylebone Road, United Kingdom;2. University of Westminster, Department of Marketing and Business Strategy, 35 Marylebone Road, London NW1 5LS, United Kingdom;3. Ming Chuan University, Business Administration Department, 5F., 130, Jihe Rd., Shihlin District, Taipei City 111, Taiwan;1. Department of Business and Information Technology, Missouri University of Science and Technology, 107 I Fulton Hall, Rolla, MO 65409, USA;2. Department of Mathematics and Statistics, Missouri University of Science and Technology, 110 Rolla Building, Rolla, MO 65409, USA;1. Queen''s University Management School, Queen''s University Belfast, Riddel Hall, 185 Stranmillis Road, Belfast BT9 5EE, Northern Ireland, UK;2. Birmingham Business School, University of Birmingham, University House, Edgebaston, Birmingham B15 2TY, UK;3. Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, UK;1. Department of Marketing, University of Oulu Business School, P.O. Box 4600, FIN-90014, University of Oulu, Finland;2. Department of Management and International Business, University of Oulu Business School, P.O. Box 4600, FIN-90014, University of Oulu, Finland |
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| Abstract: | Salespeople play a pivotal role in promoting new products. Therefore, managers need to know what control mechanism (i.e., output-based control, behavior-based control, or knowledge-based control) can improve their salespeople's new product sales performance. Furthermore, managers may be able to assist salespeople in performing better by having a strong market orientation. The literature has been inconsistent regarding the effects of sales management control mechanisms and has not yet incorporated market orientation into a sales management control framework. The current study surveyed 315 Taiwanese salespeople from publicly traded electronics companies with the aim of contributing to the sales management literature. The results show that sales management controls can directly affect salespeople's innovativeness, which, in turn, affects new product sales performance. However, sales management controls cannot affect performance directly. Furthermore, market orientation can positively moderate the relationship between salespeople's innovativeness and new product sales performance. |
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